First published 2014
Roger Bennett works as a marketing researcher studying how cultural and social organizations promote themselves to the public. He examines nonprofit groups, arts venues, heritage sites, and charitable services to understand their promotional challenges. Bennett discovers that traditional business marketing methods often fail when applied to mission-driven organizations. He interviews directors of museums, theater companies, and social service agencies who struggle to balance their values with the need to attract supporters and funding. Through case studies and field research, Bennett uncovers the unique obstacles these institutions face when trying to reach their audiences. His investigation reveals how organizations with social missions must adapt commercial marketing techniques while staying true to their core purposes.
Genres: business, non-fiction, academic
Vibes: academic, intimate, thought-provoking
Tropes: case-studies, field-research
153 pages · ebook · Emerald Group Publishing